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MooFree May 2019

Following the success of our MooFree May initiative launched in 2018 we're back for another huge month of action to encourage the British public to ditch dairy and try delicious dairy-free alternatives.

The Dark Side of Dairy

Our opinion poll shows that most people are generally unaware of the traumas involved in dairy production.

We're brought up believing in an idyllic image of dairy cows grazing fields, eating grass and magically producing milk. Yet in reality, dairy cows are subjected to a perpetual cycle of artificial insemination, calving and milking year after year in order to keep their milk production up.

After a nine-month pregnancy, all dairy cows are separated from their young between 24-48 hours after birth. This happens across the board, whatever the system - organic, 'free-range' or zero-grazing. If born a boy he'll likely be shot in the head as a useless by-product and if born a girl she'll be reared as a milk machine to eventually replace her mother in the milking herd.

This continuous exploitation of a dairy cow's reproduction system causes unnecessary suffering on an industrial scale but with so many amazing plant-based alternatives now available to us, it's never been easier to go dairy-free.

MooFree May

In order to raise public awareness about the dairy industry and encourage consumers to switch to dairy-free alternatives we're launching our second MooFree May initiative, hosting a series of fun events across the UK and distributing our dairy-free guides.

Social Media Toolkit

Throughout the month of May we'll be running a huge social media campaign - sharing videos, MooFree May branded animal welfare graphics from our shocking dairy industry exposé, as well as Viva!Health featured articles, exciting dairy-free products from the Viva! Shop and tasty vegan recipes from our Vegan Recipe Club.

From the nipple to the bottle
No other mammal continues to consume milk after weaning. Find out what the health consequences of this unnatural behaviour are… scarydairy.org.uk/health

Calcium concerns? Fear not!
Going Moo-free doesn’t mean missing out – if you are worried about calcium let us reassure you – you can get all the calcium you need from a well-balanced vegan diet. scarydairy.org.uk/health/faq

Street Action Events 2019

We’ll be offering delicious dairy-free products to sample as well as engaging in positive conversations, showing footage of the dairy industry and handing out leaflets. Our big inflatable cow will be joining us too. ?

We need your help to make these events a success! Click 'going' on the event pages below:

We'll send you a special stall pack with lots of free materials and useful information, including:

4x Scary Dairy posters;

2x MooFree May posters;

50x Scary Dairy leaflets;

100x Goodbye Baby leaflets;

50x TRASH leaflets;

a pack of Vegan Recipe Club cards;

a pack of 30 Day Vegan cards;

and some MooFree May stickers.

We also have a small budget available for local groups to purchase dairy-free samples in order to entice shoppers!

To apply for a budget please email campaignorders@viva.org.uk and explain in no more than 250 words why your local group would benefit from our support. Offering FREE samples to the public is something we have found to be incredibly successful during our own events and want to support you to do this too!

Don't forget to have a look at our Organise an Event page first to make sure you're comfortable with this type of activism and check out the Talk to People page for some useful tips for successful outreach.

Going Dairy-Free

The best thing to do in order to stop supporting the cruel dairy industry is to try dairy-free! It's easy, healthy and tasty. You can still have chocolate, cake, yogurt, cream, milk and cheese alternatives!